Research On The Influencing Factors Of Online Consumer's Purchasing Decision

Since the reform and opening up,China's consumption pattern has undergone a transformation from the consumption of necessities,well-off consumption to the consumption of today's online shopping.As a new shopping mode,online shopping is characterized by satisfying consumers' needs,full-channel consumption mode and unstable consumer places.Because online shopping makes consumers have no direct sensory experience about goods,consumers who participate in online shopping also have a significant difference from the traditional purchase decision-making.In recent years,the mobile phone market is gradually entering the dividend vacuum period.Its main performance is that consumers focus on hardware,configuration,brand and experience.This shift in focus has led to changes in consumers' corresponding purchasing behaviors and purchasing decisions.Therefore,the mobile phone market is selected as the research object to establish a consumer purchasing decision model.The main research focuses on the following three aspects: First,based on the change of consumer focus and the theory of influencing factors and information clues,the influencing factors are divided into the configuration of mobile phones themselves.Characteristic,service and word-of-mouth provided by mobile phone sellers.Secondly,two new types of reviews,photo review and additional review,are introduced to explore their impact on purchase decisions.Thirdly,using quantile regression and neural network quantile regression method to establish purchase decision model.The results show that,from the method level,the quantile regression can describe the influence of influencing factors on different levels of sales.The neural network quantile regression makes the constructed consumer purchase decision model more accurate.From the perspective of specific influencing factors,price elasticity has a different trend with the increase of the quantile.The slight increase in price in the low-score range can bring about a large increase in sales,while in the high-score range.in contrast.The traditional form of commentary can significantly promote sales under all the sub-points.The two new reviews,picture reviews and additional comments,are not significant compared with the praise,but they can also promote consumer purchasing decisions.The larger the screen size and the shorter the time of the listing in the phone properties,the more the consumer's purchase decision can be affected,and the larger core number and memory size can not significantly affect the purchase decision.In addition,from the number of variables after screening variables and the significant level of each coefficient,it is roughly inferred that consumers are more concerned about the services and credibility that the merchant can provide than the inherent configuration properties of the mobile phone.